BET Networks Secures Advertising and Promotional Partnerships with Nike, MySpace Music, Comcast, Toyota, Alltel Wireless and Fox Searchlight in Support of the 'BET HIP HOP AWARDS '08'

The "BET HIP HOP AWARDS" Premieres Thursday, October 23 at 8:00 P.M.*

NEW YORK, Oct. 17 -- In support of the BET HIP HOP AWARDS '08, the #1 hip hop themed telecast on television for the past two years, BET Networks announced unique marketing partnerships with Nike, MySpace Music, Comcast, Toyota, Alltel Wireless and Fox Searchlight. Each of these high-profile sponsors will be featured in creative, compelling marketing executions surrounding the third annual show, which will tape at Atlanta's Civic Center on Saturday, October 18 and air on BET Thursday, October 23 at 8:00 p.m.*

BET Networks has partnered with Nike on a first-of-its-kind, limited edition Nike and BET Air Force 1 sneaker. As the official "kicks" of the BET HIP HOP AWARDS '08, this exclusive product will be aligned with the world's hottest hip-hop artists, whose careers have been built and nurtured by the BET brand. The sneaker will be a new type of crushed patent leather never done before by the company -- with only 250 pairs being made and not for sale in stores.

Additionally, 106 & PARK co-host Terrence unveiled the Nike Hip Hop Awards Air Force 1 on the #1 music variety show on cable television on Wednesday, October 15. Terrence -- who was wearing his own pair of Air Force 1s -- crowned scheduled guest Ludacris the "sneaker king" of the BET HIP HOP AWARDS '08 and blessed him with the AF1s as a promotion for the show.

On the heels of the successful Hot16 Contest collaboration, BET and MySpace Music are bringing together the largest hip hop awards show on TV (BET HIP HOP AWARDS '08) and one of the largest online hip hop communities (MySpace Music) in a promotional partnership for the BET HIP HOP AWARDS '08. MySpace Music will promote the event at http://www.myspace.com/hiphop, and will be the branding partner for the first ever "MySpace Rookie of the Year" award category, both on TV and on the official BET HIP HOP AWARDS '08 micro-site (http://www.bet.com/hiphopawards). The nominees in the "MySpace Rookie of the Year" award category are Ace Hood, Flo Rida, Maino, Rocko, and Shawty Lo.

Additional sponsors for the BET HIP HOP AWARDS '08 include Toyota, who is sponsoring the show's red carpet and will be featuring the new 2009 Yaris Liftback; Alltel Wireless, sponsor of the Alltel Wireless People's Champ Award; and Fox Searchlight, which will be airing an exclusive trailer for the new film NOTORIOUS about the life of late rapper Notorious B.I.G. during the awards show.

Also in keeping with the "GAME ON" theme of the BET HIP HOP AWARDS '08, BET is sponsoring a BET HIP HOP AWARDS '08 Mobile Tour that features an interactive video game challenge. The mobile tour has been making stops in seven markets from New York to Atlanta during the month of October to create excitement and promote tune-in to the show's premiere on Thursday, October 23.

The BET HIP HOP AWARDS '08 Mobile Tour will be stopping at key high-traffic locations, radio stations, cable affiliates and retail lifestyle locations allowing consumers an opportunity to test their gaming skills with the 2009 Madden video game. The winner of each challenge will receive BET HIP HOP AWARDS '08 prizes, and BET will partner with radio stations in select markets to sponsor events featuring challenges between DJs, local celebrities and other tastemakers.

ABOUT THE BET HIP HOP AWARDS '08

This October, BET Networks returns to Atlanta for the BET HIP HOP AWARDS '08. Leading the pack of nominees is Lil' Wayne with an astounding 12 nominations, followed by Kanye West with eight nods and Jay-Z with six nods. In addition, BET Networks will honor Russell Simmons with the "I AM HIP HOP" Icon Award, which is presented to an individual who, during his or her lifetime, has made notable contributions of outstanding significance to the hip hop community.

Hosted by the one and only Katt Williams, this year's BET HIP HOP AWARDS will be the preeminent hip hop event of the season. Scheduled to perform are MVP nominee Lil' Wayne, multi-platinum rapper Ludacris, West Coast boss The Game, and dirty south stunner Young Jeezy, along with Common, T-Pain, Lady of Rage, and N.E.R.D. Scheduled appearances will feature GZA, Wu-Tang Clan, Raekwon, Masta Killa, U-God, Inspectah Deck, and RZA. Adding to the hype, rapper Jadakiss will pump up the crowd as celebrity announcer, while the famed DJ Drama spins all night. The show will tape on Saturday, October 18 at the Boisfeuillet Jones Atlanta Civic Center and premiere on the network on Thursday, October 23 at 8:00 p.m.*

BET once again teams up with Cossette Productions, the famed producers of the GRAMMY Awards(R) and the seven record-setting BET AWARDS shows, to handle production of the BET HIP HOP AWARDS '08 telecast. Stephen G. Hill, BET Executive Vice President, Music and Programming, along with Lynne Harris-Taylor, BET Vice President of Specials, are executive producers of the telecast.

For all BET HIP HOP AWARDS '08 information, please visit http://www.bet.com/hiphopawards.

*All times ET/PT

About BET Networks

BET Networks, a division of Viacom Inc. (NYSE: VIA, VIA.B), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 87 million households according to Nielsen Media Research, and can be seen in the U.S., Canada and the Caribbean. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading internet destination for Black entertainment, music, culture, and news; BET Digital Networks -- BET J, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Event Productions, a full-scale event management and production company; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Mobile, which provides ring tones, games and video content for wireless devices; and BET International, an extension of BET network programming for global distribution.